#spproject

Tone of voice: humorous, vibrant, friendly

Concept: This packaging is designed to attract the attention of younger audiences, as it has similar features to products that usually contain additive, however when they get to look at this closely they will discover that it is a healthier alternative.

Target audience: younger people that need convenient and quick food

Our main focus was to generate ideas for icks that are diverse and represent icks that people get in different settings, as well as experiences that different communities undergo.

Examples:

She didn't move in with me after 24 hours. I can't believe I didn't get the ick

He still wears a face mask. ...

He got me roses ...

They took me to the cinema on our first date ...

She didn't hold the door for me ...

They didn't look at memes I sent them

I have been on delivered for 5 minutes ...

He slept with his socks on, I can't ...

He tripped over ...

She choked on water ...

He has moustache ...

After discussing options for the actual text of our copy-led campaigns and considering the visual feel of 10 years, we decided to manipulate the icon.

I am a lot more pleased with these designs than with the ones that have big text on the images. These developments seem more visually striking. They link all of our ideas through both the visuals and text.

Group feedback on these:

they work really well as a pair, however need to be more strong on their own

the brief is looking for a copy led campaign and currently the images with illustrations are more striking than the text

need to work more on typography and hierarchy

we have a theme 'I can't believe I didn't get the ick', so should separate that from the main text

I looked for stock imagery of where people connect (click) and added a little illustration to visualise the clicking sound.

Then added the logo with our tagline. I thought that these could go well with posters that talk about icks that people didn't get on bumble.

I proposed incorporating a visual element/icon representing the sound of clicking to connect all the stories about people clicking with each other. The idea is to use illustrations in a series of images to visualise situations where people click, utilising the thick 3 lines from Bumble's icon. I added a glow effect to demonstrate the spread of connection and movement.

While the visual concept is engaging, I noticed that the text on the right side of the image needs improvement as it doesn't align well with the intended meaning of the copy. To address this, refining the text to better complement the visual concept is crucial.

In general, guys displayed a more positive outlook on dating, although this observation might be influenced by the smaller circle of men we managed to interview. Nonetheless, there are striking similarities in the views across genders. Some male participants noted that dating doesn't always feel equal and highlighted expectations placed on them. Men expressed a desire for reciprocity, wanting to receive effort and feel a balanced contribution from both sides.

In our tutorial, we were advised to examine Oatly's campaigns for inspiration in crafting copy. Oatly adopts a disruptive tone of voice, unapologetically laughing at people's comments and reactions to their new products, while also playfully mocking themselves as a brand. Their approach is refreshingly simple, conveying a confidence that stems from their evident success.

What stands out is Oatly's clever use of spaces in their ads, creating a memorable visual impact. This departure from conventional advertising practices adds to the distinctiveness of their brand.